surf excel liquid (new product development)
- 3. 3 Topic Of Presentation: New product Development and its life cycle Presenters: Hina Manzoor ID#0029 Saira Altaf ID#0001 Adeela Aslam ID#0002 Rukhsana yousaf ID#0005 Ayesha Naseem ID#0012 UCP Gujranwala campus Subject : Principles Of Marketing. MBA Semester Fall-2015
- 4. We here by thank Allah who gave us the ability and strength to complete this project. We also thank our Prof. “DR MUDDSAR ” whose encouraging guidance helped us to prepare this project of “SURF EXCEL BLUE “
- 5. Dedication Dedicated to my Teacher and Group members. Who gave me a dedicated and committed team to believe and support my work Who coached and inspired me, whenever I was low Who gave me courage to pursue my passion against all odds.
- 6. COMPANY OVERVIEW Uniliver is a multi-national corporation. Unilever was created in 1930. Unilever employs nearly 180,000 people. dual-listed company consisting of UnileverNV in Rotterdam, Netherlands and Unilever PLC in London, England
- 7. Creating a better future every day Unilever is one of the world’s leading suppliers of fast-moving consumer goods which aim to provide people the world over with products that are good for them and good for others.
- 9. Vision We help people around the world meet everyday needs for nutrition; hygiene and wellbeing, with brands that help people look good, feel good and get more out of life. Mission “Vitality is at the heart of everything we do. It's in our brands, our people and our approach to business.”
- 10. HISTORY 1964-1972 Productions started off with Sunlight soap and Lifebuoy soap 1972-1980 Demand started rising and the company producing quality soaps, introducing LUX and Wheel 1980-1990 Introduction of shampoo, toothpaste, and skin care creams. Sunsilk Shampoo, Closeup Tooth paste, Fair and Lovely for skin care and Vim. 1990-1998 Tea-based beverage market introducing Lipton Taaza. Pond’s cream and Pepsodent. Surf Excel.
- 11. Product history Surf Excel, launched in 1948 with brand name “Surf” in Pakistan In 1959 launched in India as a first detergent powder Surf excel basically brand of Unilever company which is available in different styles and flavors
- 12. Logo and slogan
- 13. PRODUCT RANGE Surf excel detergent bar Surf excel blue Surf excel quick wash Surf excel automatic Surf excel top-load & front load
- 14. LEVELS OF PRODUCT Core product Actual product Augmented product
- 15. Core Product: Our product is basically for washing clothes. Actual Product: Feature :liquid form Two times better than detergent powder at stain removal. Packing : Quality plastic bottles, attractive, colorful n unique, Convenience product. Brand name: “surf excel ” Product nature: “surf excel blue” “surf excel green” Augmented Product: In this its include delivery and credit and after sale services
- 17. Idea generation Fish pizza Unique flavor juice Surf excel liquid Fabric (Acc.to new fashion)
- 18. Idea screening Surf excel liquid Excel blue Excel green
- 20. Concept testing After the concept development we made rough sketch and Send it to other members of our organization .
- 22. Consumer market segmentation Country: Pakistan City: Gujranwala, Lahore Density: urban sub urban and rural Age: people should be between 18 to 35 years Gender: It include male, female but not children Income: Income should be not too lower. Family size: large(9 to onward) and also small. Occupation: especially washer men as well as households Education: include normal education
- 23. . Targeting: we will target the households of middle because middle class has also more family than high class and more income than lower middle and primary class. Positioning: It's tough to position new product soon but we have to position our product in to customer mind Differentiation We will differentiate our product on the following basis. It will be in liquid. Comparatively reasonable price. No harmful for skin. Good fragrance. Effective distribution Acid test: Our team visited in Gujranwala (small towns) to test the product and we were surprised to see the results that our consumers much like this change in detergent
- 24. Tv commercial
- 26. Quality policy: Build a new trend in detergent industry to improve quality of life of clothes through advance tropical and quick wash to our customer while maximizing stake holder’s value.
- 27. .
- 28. Product Name: “surf excel blue” “surf excel green” Slogan: “ Kahan hain daag?” where is dirt?
- 29. 29 8-3 200ml 250ml Normal price Durable Give 4 used bottle &get 1 free Time saving Blue &green size
- 30. Price Price objective price strategy Profit oriented. Penetration pricing To achieve a target return. To maximize the profit.
- 31. Place We are launching our excel green and blue in Punjab but our first target is Lahore and Gujranwala
- 32. Promotion We have planned a very wide promotion strategy that covers almost every part of the society . Our promotional strategy in detail in as follow: Television channels Cable ads News papers Magazine Internet Sign boards
- 33. Competitors
- 34. Competitor's strategy Our competitors have a good market share because they are adapting following strategies. less prices Effective promotion Intensive distribution Quality product Customer research Attractive packing
- 35. SWOT Analysis Strength: New innovation Strong management system Effective internal communication system Efficient use of resources Diverse work force Weaknesses: Less market share due to high price Product awareness low among rural area
- 36. Opportunity: Adapting to changing customer needs and improving life styles Increasing customers awareness’ Use of new technology Threats: Low profit margin in detergent sector Threat from existing and new entrance Increasing inflation poor economic condition in country
- 37. Business analysis After conducting research our next step is to make set business budget .our budget is depends upon sales ratio. As our company is multi-global so we have enough resources for production of “excel liquid”